A Cimed has made successful partnerships with its Carmed lip moisturizer. The brand won over Generation Z on social media and secured revenue of R$400 million. After Fini, BFFs and even Burger King, the company entered into a partnership with the queen of pop, Madonnawhich performs in Rio de Janeiro next Saturday (4).
On the day of the show, ‘Carmed Madonna’ will be distributed free of charge to fans of the pop diva who are on their way to Copacabana beach. The singer’s performance promises to be historic and marks the end of The Celebration Tour, a tour that celebrates the singer’s 40-year career. The mega event is expected to attract 1.5 million people.
Within a month, the lip balm named after Madonna was negotiated and manufactured at the Pouso Alegre plant, in the south of Minas Gerais. The product will have a cherry scent and themed packaging with references to the singer’s pop style.
The objective of the CEO, João Adibe Marques, is to expand Carmed’s audience, previously more concentrated on children and adolescents. Furthermore, this is the starting point for the internationalization of the brand and the company itself, which had revenues of R$3 billion in 2023, its best year in history. The Carmed lip moisturizer line was created seven years ago, but became the market leader after a successful partnership with Fini, which has just completed one year.
Where to find Carmed Madonna?
In total, 25,000 units of the special edition of Carmed Madonna lip balm will be distributed free of charge. The product will be delivered in several activations carried out with partner brands, such as:
- Azul flights to Rio de Janeiro;
- Cometa bus bound for Rio de Janeiro;
- In three Ibis hotels in Copacabana and nearby neighborhoods;
- Pharmacies in Copacabana.
- Promoters in strategic locations in the neighborhood.
Locations and times will be announced on Wednesday (1).
Just a few days before the long-awaited presentation, the pop diva also launched a line of exclusive products for her fans. Among the items available are three different shirts, one with the tour logo and two others that allude to the Brazilian Football Team shirt. There is also an official poster, ecobag and even a personalized religious rosary.
The products are only available in The Celebration Tour’s virtual store (accessible via smartphone) and prices vary between US$45 and US$200 (around R$232.00 and R$1,032.00). The cheapest item is a shirt with tour art, which costs US$45 (about 230 reais). The gold-plated rosary, with the image of Christ the Redeemer, costs R$1,000 upon conversion.
Itaú benefits: transmission, transport and accommodation
To watch Madonna’s historic show in Brazil, offered by Itaú Unibanco, it will not be necessary to participate in person: Globo will take the show to people all over Brazil, allowing them to be part of this historic moment, through broadcast on TV Globo, Globoplay and Multishow, with Itaú being one of the sponsors of the broadcast. For those who prefer to watch the show directly from the venue, in person, Itaú also has exclusive benefits aimed at its customers.
For this special occasion, which is part of Itaú’s 100th anniversary celebrations and closes Madonna’s ‘The Celebration Tour’, the broadcast will feature Jonas Åkerlund in the show’s capture design, conceived in partnership with the broadcast directors of Globo, Raoni Carneiro and Pedro Secchin. Jonas, who was responsible for the film starring the singer in the bank campaign she launched. The show on Copacabana beach will start at 9:50 pm.
“Itaú is presenting the biggest show open to the public in the history of Brazil and the biggest in the career of one of the most popular personalities in the world. Such grandeur is reflected in the efforts we make to ensure that all Brazilians have a unique, memorable and unforgettable experience. In addition to facilitating the only free show on this tour, we are supporting the open network broadcast for those who prefer to watch the show from their homes and exclusive discounts and benefits for customers who want to be present on the sands of the ‘largest dance floor in the world’, in Copacabana”, says Eduardo Tracanella, CMO of Itaú Unibanco.
Itaú also offers discounts with partners so that customers can travel and stay in Rio de Janeiro during the event weekend. For air tickets, Itaú extended until May 3rd the offer of up to 30% discount for flights that have Rio de Janeiro as destination or origin on the weekend of the event. Purchases can be made via the Azul airline app, with a promotional code. For land transport, Itaú and ClickBus offer 20% discounts for bus trips made between May 2nd and 6th, also to or from Rio.
As for accommodation, Itaú will have the Let’s Atlantica network offering discounts that can reach up to 50% in selected hotels. The bank will also have a R$300.00 discount coupon on reservations made at Decolar using Itaú credit cards.
*Cover photo: Disclosure/ Cimed
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